Art's Deli founder was known for his 'Work of Art'

Art Ginsburg, who opened the landmark Art's Deli in Studio City more than 50 years ago, has died. He was 78.

Ginsburg died Wednesday after a long battle with non-Hodgkin lymphoma, said his wife Sandy Ginsburg.

Born in Staten Island in 1935, Art Ginsburg moved to Los Angeles when he was 15. He went to work at a cousin's deli, learning all about the food business, Sandy Ginsburg said.

His parents wanted him to be an accountant.

"But he didn't want to wear a tie," she said.

So in 1957, Ginsburg paid $3,000 for a small cafe on Ventura Boulevard. He sold corned beef sandwiches for 75 cents, Sandy said, and the motto "Where Every Sandwich is a Work of Art," became an endearing fixture.

The deli evolved over the years, luring regulars and newcomers from every corner of Los Angeles, from politicians to Hollywood's elite. Producers and writers from nearby CBS studios gathered at Art's for business meetings and thick corned beef sandwiches.

"The reason our sandwiches got so big is every time we raised the price, the sandwiches got bigger," Sandy Ginsburg said. "Art used to say people should get what they're paying for."

But Art also felt comfortable away from the counter becoming a well-known community activist. He founded the business improvement district in Studio City, worked on public parking issues and sat on the board of the Los Angeles Valley College Foundation among other activities, said Barry Wise, publisher of the Studio City Lifestyle Magazine.

Art's Deli is one of the oldest establishments in the area and has survived because of its core regulars and their children, Wise said.

"He put his family and his business and his community in front of everything," Wise said.

Inside the deli on Thursday, the mood among customers was reflective and supportive, Sandy Ginsburg said.

Even on Facebook, regulars said they would miss Art Ginsburg's special touch.

"The community loses an icon," wrote Jeff Maxwell. "Nary a slice of corned beef or pastrami will ever pass my lips without a work of Art in my heart...and stomach."

Carmela Patrash Durboraw wrote that she remembers she rented out her house to the Ginsburgs after the 1994 Northridge Earthquake.

"What a great guy..." she wrote. "He took care of my cat and I must say the cat was never happier and ate quite well!! Rest in peace Art!!"

Sandy Ginsburg said she and her family were touched by all the kind thoughts.

"We're so overwhelmed by the response to his passing," she said. "He did something that he loved to do and we were lucky. He was a good family man. He loved Studio City and worked hard. He never gave up until the last minute."

In addition to his wife Sandy, Ginsburg is survived by three children, three grandchildren and a brother.

The deli and restaurant will be closed on Friday. A memorial service will be held Friday at 11 a.m. at Sholom Memorial Park, 13017 N. Lopez Canyon Road, Sylmar.

The family asks that in lieu of flowers, donations be made to the Los Angeles Valley College Foundation in memory of Art Ginsburg. Los Angeles Valley College Foundation, Attention Raul Castillo, 5800 Fulton Avenue, Valley Glen, CA 91401. For more information, go to lavcfoundation.org.